native advertising/content marketing

Commerce and Shopper Intelligence

Commerce and Shopper Intelligence

Retail media networks and commerce media are redefining the data and measurement landscape, creating new opportunities—and complexity—for marketers and researchers alike. At Commerce & Shopper Intelligence 2026, brands, retailers, and researchers revealed how they’re adapting methodologies and frameworks to better understand increasingly fluid, data-rich shopping journeys.

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  • Article

ARF KC Resources Overview: Effectiveness of TV Branded Content

The growing investments in dedicated brand content studios suggest that marketers are seeking organic, emotionally driven content that will resonate with audiences. Although there were limited published studies on the effectiveness of branded content, this Resources Overview includes a case study and other examples that demonstrate that branded content provides positive outcomes, including purchase intent, recall, brand favorability and engagement.

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ATTENTION 2025

ATTENTION 2025

  • ARF

Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.

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